Archive for the ‘Targeting & Segmentaion’ Category
Now that SMS marketing has become an established player on the marketing scene, we certainly know more about it and that it is everywhere! Keywords and short codes are sprinkled all around us now—they’re in the local newspaper, at the movie theater, at your favorite restaurant and even at your local pharmacy. Why is that? The answer is quite simple, honestly. A recent CTIA survey found that US wireless subscriptions outnumber the total population of the US (327.6 million vs. 312.4 million) and that at least 50% of consumers use their phone for purchasing items and services.
As you can tell, mobile marketing can play an important role in your marketing mix for many reasons. In case you still need a little convincing, here’s a list of the benefits of using mobile marketing.
1) Instant Deliverability—SMS is lightning quick—your message appears on your subscribers’ phones moments after you hit that send button. Having a slow night at the university bookstore? Send an SMS message that t-shirts are 25% off until the end of the night. There are so many amazing uses for this fast delivered technology.
2) Flexibility—SMS allows the sender to send a handful of messages to a small targeted demographic or send a mass text to your entire subscriber list. Mobile marketing allows the sender to create messages in moments—it’s as simple as putting everything you need into 140 characters.
3) Instant List Management—With the use of short codes, opting in and opting out of your SMS subscriber list is easy, automated and can be completed in one step. Opting in to an SMS program is as simple as texting “keyword” to 55555. There’s no need to provide a name or email address. As soon as someone texts the determined keyword to the five or six digit short code, your opt ins are instantaneously added to the corresponding list. It’s that simple.
4) High Open Rates—Unlike other traditional forms of marketing, SMS has an incredibly high open rate. Statistics show that nearly 94% of all text messages are read, which means that your marketing message will be seen by virtually all of the subscribers in your campaign. When a recipient hears that text message tone, they always look to see who sent it and what it says. This is why SMS is a great marketing medium—people want to receive and read your messages.
5) Wide range of use—Mobile marketing can be used for an extensive array of purposes from announcing a new service, launching a new product, one-day sales and grand opening events—just to name a few. Subscribers can be treated as an exclusive group for offers and information that only they have access to, increasing brand loyalty.
KM offers mobile marketing services among email marketing, surveys and digital editions! Feel free to contact us for more information on any of the services we provide.
B2B Marketer Uses Dynamic Email Content to Drive 300% Open Rate and 600% Clickthrough Increase
2012
What a great case study from Marketing Sherpa!
In search of ways to improve relevance with their email database, Hewlett-Packard decided to offer dynamic content based on behavioral segmentation. By doing so, they wanted to track what their audience is interested in, and provide the content they want to see.
Please feel free to contact us to find out more about how we can help with your marketing needs—email marketing, lead generation—KM can do it all.
A great “how to” piece from MarketingSherpa!
Now that we’re about two weeks into the new year, I think it’s safe to say that all marketers are kicking it into high gear (if they haven’t already). It’s such a great time of year where things return to normal after the holidays, people are back in the office and there’s an entire new set of goals to accomplish for 2012! This particular piece covers the tactics that were used to achieve amazing email marketing results.
Learn exactly how a triggered alert program achieved such a high open rate!
KM has great email automation and email trigger features built right into our software. Feel free to contact us to find out more.
It’s amazing to look back and see how much email marketing has progressed. It used to be a standalone in digital marketing, but has now transformed into a dynamic marketing channel that has changed the ways in which we communicate with customers and prospects completely.
With the coming of the new year quickly approaching, we wanted to share some tips and trends for email marketing in 2012.
There’s no denying that mobile marketing will continue to grow in the coming year. According Nielsen News, 40 percent of all mobile phones in the US are smartphones. And that percentage will only increase in 2012.
What does this mean for us email marketers? In 2012, it’s possible that we could see the use of smartphones rise to 50 percent or more. Additionally, Nielsen found that 45 percent of all mobile Web use is for checking email. This solidifies the thought that the mobile version of your email message is becoming increasingly important and essential.
What is a mobile version of an email message? Here are a few guidelines on how to optimize email messages for mobile viewing:
• Narrower email width—ideally 640 pixels or smaller
• One column designs are best and tend to have the least amount of problems being displayed
• Larger font sizes help with the much smaller screen size
• The area around links and call to action buttons should be designed so users can click accurately
Content-quality tools have changed the game. They now expect you to offer highly relevant content and only relevant content.
New implements such as Google’s Priority Inbox, Hotmail’s Sweep and Yahoo’s options to view mail only from contacts and connections are vastly changing the common inbox. The old way of displaying the newest content or most recently updated on top, has now shifted to what is most important lands at the top.
These new content-quality tools make segmenting your lists even more obligatory. Other suggestions for hitting the inbox are to use dynamic content and send more emails to the more active subscribers on your lists, while sending fewer to those who are less active.
Email automation tools are already a large component of a marketer’s toolbox. But what is email automation? Email automation is triggered email messaging for lead nurturing purposes.
For example, someone makes a purchase on your website, which triggers a survey geared toward measuring satisfaction or an offer for 25% off their next purchase. Triggered messages are a great tool for following up on an inquiry, sending birthday promotions, as well as an excellent opportunity to upsell a client or customer.
While the use of marketing automation tools is becoming more common, most marketers are still not using the technology to its fullest. But how do we go about doing that?
To use email automation to its fullest potential, we should do what we’re supposed to be doing with all email campaigns—personalizing, segmenting and sending in smaller batches. For example, a birthday email should be personalized to the subscriber—the name and the date. Instead of emailing out birthday promotions at the beginning of each month, try sending once a week or on the day of the actual birthday. The impact will be much greater.
Every year, email marketing further develops and becomes a much more complex tool of communication. To remain effective in the coming year, marketers will need to focus their efforts on customer dominant campaigns through automated marketing, relevant content and messages optimized for mobile viewing. The benefit will be that we’ll be giving subscribers exactly what they’re looking for or what they want, and in the way they want it.
If you need assistance with your 2012 marketing plans, Knowledge Marketing is there to help every step of the way. Feel free to contact us for more information.
MarketingSherpa: Email Relevance: 8 tactics for leveraging timing, segmentation and content
2011
MarketingSherpa delivers the goods once again in a outstanding study on email marketing tactics and segmentation methods. This article focuses on three controllable elements–timing, segmentation and content– that will increase the odds that your emails will find a receptive audience.
Also, take note of their suggestions on collecting information from your customers. The article mentions studies that show higher conversion rates when collecting minimal information from the customer on a registration page, then referring them to an optional page after confirmation when they can add additional details to their profile.
Click on the link below to read the full article.
MarketingSherpa: Email Relevance: 8 tactics for leveraging timing, segmentation and content.
A recent conversation with a client led to a conversation about how to identify and segment the highest performing customers to send them unique messages and offers. Unlike some “batch and blast” email service providers, KM’s software creates custom reports based on user defined parameters. Beyond just the raw numbers, our software drills down to identify the email address and other information of who clicked.
Building on the previous example, if Company X wanted to identify the customers that click on 35% or more of their email messages for the last 60 days, they could run KM’s Audience Engagement report. The report returns the total number of customers with a link to export the full data file in a convenient Excel format. This data file can then be used to create a new group of “High Performers” for specialized remarketing efforts. Best of all, with KM’s advanced reporting and tools, this can be accomplished in just a few clicks of the mouse.
To learn more about the Audience Engagement report and other customized reports from KM, please contact us today.
